Migme hits 9M MAUs, invests in games tournament platform

Migme, a Singapore- and Indonesia-based blogging and entertainment platform, has announced a bunch of new developments today. First, it has surpassed 9 million MAUs – more than double of 3.8 million six months ago.

Second, it has made a convertible note investment of US$400,000 in Singapore-headquartered games platform developer MatchMe, which operates a development team in Hungary. This follows quickly from Migme’s acquisition of LoveByte. Steven Goh, CEO of Migme, says more deals will be announced soon.

Like the LoveByte move, this latest investment is geared towards content: MatchMe and other developers will be able to take advantage of Migme’s new API to acquire new users through the platform. The API also allows them to add localized payment options, targeted at emerging markets, into their games. Finally, the API creates a single sign on system that links up Migme with LoveByte and games from partner studios Night Spade Mobile Game Studio and TweenSoft.

These developments follow partnerships with music-related companies to turn Migme into an artist engagement platform. These deals were in turn sealed after an investment from Foxconn which assisted Migme in getting its app pre-installed on millions of phones in Indonesia. It’s a sprint towards building out its content and monetization channels, now that distribution is set.

Goh tells Tech in Asia that the main mechanism for Migme’s growth has been its miniblog, which allows users to post content as well as chat privately. It has moved away from pure one-to-one chat to avoid competing with the likes of WeChat or KakaoTalk, although the lines are starting to blur.

So it looks like viral marketing using a mix of editorial content and user-generated stuff. “There’s some secret sauce in there as well [on] how this is passed around virally,” he says, without commenting on exact user acquisition costs.

Sources | Made with Statsy

See more: Singapore’s Migme buys LoveByte, enters apps for couples space